"M MCIMMembership # - 3Table of contentContentsOrganization summary ..................................................................................................................... 1Table of content ............................................................................................................................... 5List of tables ................................................................................................................................. 61.0 Task 01 ................................................................................................................................... 71.1 Internal communication methods ........................................................................................ 71.2 Three skills required by an internal communications manager............................................ 71.3 Allocation of resources for external resources .................................................................. 102.0 Task 02 ................................................................................................................................. 122.1 Creative brief ........................................................................................................................ 122.2 Potential issues with external agency ................................................................................... 152.3 Product level analysis ........................................................................................................... 162.4 Attributes of organisation’s brand and positioning ................................................................ 173.0 Task 03 ................................................................................................................................. 193.1 Marketing communication tools ............................................................................................ 193.2 Marketing communication tools examples ............................................................................ 203.3 IMC Plan to improve revenue ............................................................................................... 233.3.1 Research and analysis ................................................................................................... 233.3.2 Audiences ...................................................................................................................... 243.3.3 Budgets .......................................................................................................................... 24 Page 5 M MCIMMembership # - 33.3.4 Objectives ...................................................................................................................... 243.3.5 Strategy .......................................................................................................................... 253.3.6 Tactics ............................................................................................................................ 253.3.7 Implementation ............................................................................................................... 253.3.8 Control ........................................................................................................................... 25References ..................................................................................................................................... 26List of tablesTable 1: Communication tools .......................................................................................................... 7Table 2: Key skills required for internal communications Manager .................................................. 8Table 3: Key resources and description ......................................................................................... 10Table 4: External marketing ........................................................................................................... 11Table 5: Viagra advertising brief for external communication ......................................................... 13Page 6 M MCIMMembership # - 31.0 Task 011.1 Internal communication methodsInternal communication is defined by Kotler (2012) as the range of communication tools that areused to facilitate the communication and engagement within the organization. As such, a number ofcommunication tools and methods are used by modern day organisations to facilitate and drive acommunication tool within the organization. Egan (2007) provides that it is important to derive acommunication internally, and was found to drive successful marketing in the organization andamongst market leaders. A Harvard Business Review (2014) article represents that it is mostimportant for organisations to derive an internal communication method to better engage, andinteract. Employees are identified by Varey (2002) as a key stakeholder who can bring a greater dealof benefits by knowing what is happening in the market.Forms of internal Description Why it is usedcommunicationLotus notes The lotus notes are an It is an effective tool that reaches out toeffective communication tool all employees. The role does provide forto note down ideas and to see an effective note on determiningprogress of ideas by the team. collaboration and idea sharing. Emails Allows for information to be Effective for two way communication,sent and responses to be as well as a mass informationgathered.distribution.IMs The IMs allows for greater IMs are effective in communicating andcommunication and provide for visibility and seen.interaction.Table 1: Communication tools1.2 Three skills required by an internal communications manager Page 7 M MCIMMembership # - 3There is a lot of conversation and critique on the aspects of what drives internal communications.(Harry, 2012) Donald (2003) has identified that it is important to identify the internalcommunications manager with the right set of skills and competencies.Kellog’s Business School Study (2012) identifies that it is important to use writing skills, speakingskills, interpersonal skills and creative skills. In contrast the Pfizer (2016) does provide for a numberof factors that derives the internal communications manager. Firstly, the operations of Pfizer arethat of a multinational. Based in over 120 countries, the organisation needs to surpass the languagebarriers that are seen. Secondly, the aspects of pharmaceutical industry require that thecommunication is done correctly. Providing for the right communication and training within theorganisation that is most effective in training and delivering an appropriate communication withinthe organisation. Finally it could be seen that the Pfizer Internal communications manager has toreach out to number of stakeholders such as agents, sales professionals, R&D, Finance and a numberof departments. Key skills DescriptionWriting skills The writing skills to prepare communication according to mediumsare important. As per the Harvard Business Review (2014) it isimportant for an organisation to determine the rightcommunication tone. For social media it has to be colloquial,whereas for the emails and formal channels the medium has to beformal.Interpersonal skills The interpersonal skills are important to derive bettercommunication with the senior and junior management. Bettercommunication and talk to derive for greater communication.Creative skills The creative skills are most effective in defining the internalcommunications success and to greater need for impact. Themanagement of creative skills and ability to creatively look atmanager.Table 2: Key skills required for internal communications Manager Page 8 "